The King's Deli
Creating an original brand of crisps with a distinctly British feel.
Smylies is a family run business who specialise in the consolidation and export of British food and drink. This idea was born following requests from their clients for a superior, quality tasting crisp with a long enough shelf life for the export market due to long-distance shipping.
Create an original brand of crisps with a distinctly British feel to appeal to the export market.
The first part of the project was name-generation for the brand. With an initial brief of ‘Quintessentially British’, we had an excellent starting point which threw up plenty of ideas. After consolidating our initial thoughts, we focused on three primary themes: An old market, farmhouse or country style kitchen theme e.g. 'The Market Kitchen Crisp Co'; A traditional British sounding name as a face for the brand e.g. 'Tommy George's Crisp Co'; or something regal, royal and classy e.g. 'The King's Crisps Co'.
After much consideration Smylies decided to go down the ‘Regal and Royal’ route and following further development and discussions there was a unanimous decision - 'The King's Deli'. The target export markets would find the name easy to pronounce, it had a distinct ‘Britishness’ to it and was also future proofed in the eventuality Smylies wanted to expand the range.